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Global Hotel Alliance Enables Small and Medium Hotels to Compete with Larger Brands

By: Kayleigh Morris, Marketing Administrator, Oracle Hospitality

Reducing costs, extending customer reach and becoming recognized as a global brand are all increasing concerns within the hotel industry, especially for small- and medium-sized hotels.

Global Hotel Alliance is an organization that supports small- to medium-sized hotels to better compete against larger hotel brands. With approximately 600 hotels and 30 different brands in their portfolio, GHA leverages Oracle Hospitality technology to enable its customers to improve guest recognition and provide their guests with greater choice.

During this year’s Oracle Industry Connect, we had the opportunity to talk to Chris Hartley, CEO of Global Hotel Alliance, about how Oracle Hospitality has helped the company’s customers better communicate with hotel guests and reduce hoteliers’ overall technology expenditure.

In the interview, Chris discusses the importance of being able to recognize customers, no matter what brand or point-of-sale system they use for booking. Customers today want to be identified and have their history stored, so when they make a reservation, the hotel already knows what their needs and preferences are, enabling them to deliver a more personalized experience.

Global Hotel Alliance offers a loyalty program which hotel guests can use within 600 hotels. Once a guest signs up for the loyalty program in one of the hotels, their personal data is stored within the centralized database. This enables staff to immediately recognize guests, provided that they have visited one of the 600 different hotels in Global Hotel Alliance’s portfolio. With this database, hotels can capitalize on the evolving technology that is available to the hospitality industry, at a price that is affordable to them.

Hartley notes, “We’re enabling brands to create a future with the Alliance, which enables them to simply plug and play into the solution that we offer – which is the Oracle Hospitality platform. So without Oracle Hospitality, we would simply not be able to operate the Alliance”.

View the full interview in this short video:

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